Pros and Cons of Hybrid Events

Pros and Cons of Hybrid Events

Virtual events are currently the dominant player in the events industry and are expected to remain so for the foreseeable future. Even as vaccination programs are being implemented and lockdown restrictions are gradually lifted, in-person events will resume – albeit on a smaller scale.

Hybrids are becoming more popular because of their flexibility in terms of participation and location.

As an event marketer over the last five years, I’ve seen and worked on all types of events, from very commercial to completely non-profit. Whether you are a seasoned professional or just getting started, it’s important to take into account both the pros and cons of your event.

This article will explain exactly what a hybrid event is, the pros and cons of hybrid events, who should attend, what you should expect, and how you too can create one!

What is a Hybrid Event?

You might be trying to figure out what hybrid events are or if they should be a part of your future event strategy. Or perhaps you are looking at what some of the key considerations are before you do anything.

A Physical event that combines an Online Audience

I’m sure you have heard about these type of events because they are popping up everywhere. So what is hybrid marketing or a hybrid event? The best definition I have read refers to hybrid events as “a live environment that combines online events and educational webinars”

They are Great Marketing Tools

It's a multi-channel marketing event where you can engage face-to-face with your customers and prospects while also using some sort of digital medium (like an online room, a live chat tool, or a webinar) to really impress them.

Hybrid events are a great way for your company to showcase its brand and build relationships with potential customers. These events can be put on by the brand itself or it can be sponsored by other brands.

With this in mind, let us examine some of the benefits and drawbacks of hybrid events.

Let us begin with the positives

The Advantages of Hosting Hybrid Events

Hybrid events can be successful if they are well planned and executed. One of the most significant advantages is the ability to reach out to more people and engage with those who would not normally attend in-person events.

There are additional advantages to the hybrid model, such as:

Attract more Sponsors

Hybrid events are a good way to bring additional revenue in by engaging sponsors who want their brand associated with your event.

If you need to find local sponsors, hybrid events are your best approach. Most small and mid-sized businesses don’t have enough budgets for holding their events.

Most sponsors will consider sponsoring hybrid events. Why? Because most communities welcome events of all shapes and sizes, especially if they have some benefit to them. Hybrid events meet the interests of both these potential sponsors and the organizers.

Sponsorship is not only about money; it also brings positive publicity, targeted communities, and added value to your event.

There is more Choice

Attendees have more options with hybrid events. They have the option of attending the event in person or as a virtual delegate. It gives them alternatives. They are not obligated to travel halfway around the world if they do not wish to.

Offers Flexibility

They can simply participate virtually. However, if they wish to travel and physically meet other people, they are free to do so. Some people may lack the time, money, or support required to attend an event as an in-person delegate. However, because a virtual component is an important part of a hybrid event, there is no reason for them to be excluded.

No longer bound by Physical or Geographical limitations

Hybrid events are also beneficial to the organizations that host them. There is no longer any reason to be constrained by physical venue space.

A virtual opportunity has broken down all barriers. You can now choose how many delegates to invite to the in-person event, rather than trying to get the largest space possible to accommodate as many people as possible.

Some organizations are developing a ‘hybrid hub' strategy that connects virtual delegates with in-person event hubs. Everyone is linked together by a digital experience, but delegates have a unique experience. Hybrid events unquestionably provide options.

Increasing Brand Awareness

There is no better way to showcase your organization and speak directly to your target audience than with a hybrid event. It combines the best of offline and online marketing.

Hybrid events are great for those who are relatively new at brand development and want to try something different than the standard trade show booth. Sponsorship of an event is another great way to get out in front of prospective clients and improve your brand awareness.

Benefits Every Business

Whether it is for a start-up, small business, or for corporate, you will benefit from this type of event. There are tons of unique types of hybrid events that you can host; from art shows to theatre productions to sporting competitions. They can really benefit your business and they’re easy as long as you put in the work beforehand.

Hybrid events are an excellent way to get your brand out there. You attract visitors from not only your industry but others. You will get people in the room that might not come otherwise and it gives you an opportunity to advertise your brand to hundreds of people for a very reasonable price.

Higher Engagement with your Audience

Hybrid events are about bringing the best of both worlds: virtual and physical, towards one successful event experience for your audience.

With the help of unique activities, you can increase engagement with your audience and grab their attention before they realize the event has even started.

Much more Diversity and Inclusion

One of the best aspects of hybrid is the increased inclusion of attendees. They enable delegates who would not otherwise be able to attend to do so – this could potentially mean more revenue for your event if delegate fees are charged.

Reduced Expenses

It has been mentioned about issues such as money, time, and a lack of support as major reasons for people not being able to attend in person.

Other factors include the fact that some delegates may be unable to attend due to a lack of necessary documentation, such as a visa application to enter a country. A virtual delegate, of course, does not have this requirement.

And because hybrid events increase the inclusion of attendees, you will see a greater diversity of opinion as a result. The two are inextricably linked. More diversity of viewpoints leads to more in-depth and richer discussions and debates.

Sustainable Connection

The benefits of hybrid events in terms of sustainability value are substantial. Traditionally, the only way for people to attend events was in person. Delegates were frequently required to travel long distances and spend multiple nights away from home as a result of this.

These actions had a negative impact on sustainability initiatives, not least because air travel is one of the leading causes of climate change. Offering attendees a virtual component as an alternative to travel demonstrates how beneficial hybrid events can be for the environment.

Increased Reach and Attendance

Sustainability is more than just minimizing one's impact on the environment. When it comes to generating income and profitability, hybrid events are also viable. Remember their expanded reach to those who would normally be unable to attend in-person events.

That reach is beneficial to you, your sponsors, and your exhibitors. If you've been holding virtual events in the last year, you can't suddenly exclude the virtual audience when we return to in-person events. That would be completely illogical. Hybrid events allow you to develop your sustainability credentials while also increasing your profitability.

Safer for your attendees

With hybrid events, you can keep all of the aspects of your original event plan while avoiding overcrowding. Trade shows and conferences, for example, can continue to be held with fewer physical attendees and more people attending online, reducing overcrowding.

Easier to implement safety measures

This also makes it easier to implement safety measures such as 50 percent capacity at venues and a social distancing of two meters. Knowing that your event is safe to attend is important for guests following COVID-19, so use these safety measures to promote your event.

More unique if you're worried that your hybrid event won't be interesting enough to draw attendees, there are plenty of ways to make it stand out. You can use new technology to make your events stand out.

Make your Event Special by Holding Multiple Presentations

By hosting silent sessions at your event, you will be able to hold multiple presentations at the same time. Attendees can use a headset to hear what the speaker in front of them is saying while not hearing other presentations in the same room or even on the same stage.

They can then switch between presentations at any time, and this technology can be used in live streaming hybrid events. By allowing participants to switch between multiple presentations, both online and offline, everyone can have the same experience while still participating in the event as a whole.

This is ideal for venues with limited space, and it also helps to keep guests safe because they don't have to move around as much and come into contact with as many people while still enjoying the entire event.

Opportunities for Communication

It is simple to collect data for marketing purposes with both in-person and virtual attendance. You'll need to work hard to collect as much attendee data as possible, such as when participants entered the event and when they were more active, so you can figure out what piques your guests' interest.

You can also collect feedback so that you can continue to improve your future events. You can increase your marketing potential by distributing session materials and understanding attendees' wants and needs.

Because some demographics, such as millennials, prefer virtual communication, a hybrid event is the best way to reach them across their preferred mediums.

This brings us to the Disadvantages of Hosting Hybrid Events

Disadvantages of Hosting Hybrid Events

The advantages are obvious, but there is a reason why many event organizers are having difficulty developing a hybrid strategy for their future events. Let's look at some of the most common concerns we hear in the industry:

Two types of attendees - Two very different experiences

The benefit of having a wider reach also has a disadvantage. Remember that virtual attendees are not the same as in-person attendees, and it is critical to focus on the needs and demands of both types of attendees in order to provide the best event experience possible.

It is also critical to consider how you can connect with and engage them. Allow them to ask live questions, vote in real-time polls, rate your speakers, network with one another remotely, and so on.

Too complex to deliver

One of the major challenges with hybrid events is that they are difficult to deliver and can be costly. Essentially, delivering a hybrid event entails producing two events, which necessitates more resources.

Can be Complex if you don’t know what you are Doing

You cannot provide the same experience to both audiences. The virtual attendee experience must be distinct from the in-person experience; otherwise, why bother? You risk not satisfying either set of delegates if you do not develop programs that speak to the attendee type.

The days of streaming to a virtual audience by placing a camera in the back of a plenary session are long gone. Your audience is far more sophisticated and expects more. The virtual component must be treated as a separate production from the in-person experience.

Are more Costly

You must also consider pricing decisions strategically. What will you charge for a face-to-face delegate? Will a smaller venue be required for a smaller audience? Will this help with the cost?

What is the going rate for a virtual delegate? Aside from delegates, pricing must be adjusted to account for increased sponsorship and exhibitor opportunities. There is no doubt that hybrid events necessitate more complex decisions.

An envious audience

The tricky challenge of audience envy follows on from the complexity issue. Is it a thing? Yes, it does. Any delegate who attends an event is curious about what it has in store for them. It comes as no surprise.

Do you care about the virtual audience's experience if you attend a hybrid event as an in-person attendee? Most likely not. And, if you're a virtual attendee, do you care about what's going on at the physical location? Again, it's highly unlikely. That is not to say that delegates are uninterested in what is going on outside of their program, but they are more focused on the one they are attending.

Audience Satisfaction is a Challenge

And this is where hybrid events must deliver and exceed expectations in order to reduce the possibility of audience envy – as this will have an impact on attendance the following time around.

The last thing you want is for one audience to believe that you are harming them by giving your other delegates a better experience. Perception is always tricky, and you must work hard to ensure that neither set of delegates feels they are missing out.

A need for change

Hybrid events, by definition, push people to change. While they do not shout change, they certainly contribute to it through the opportunities they provide. Delegates have more options, and organizations can choose whether to hold hybrid events. And, while you could argue that this is a good thing, not everyone seeks or desires to change.

Until recently, in-person events were the norm; people are accustomed to how they operate, what is expected, and how business is generated.

Not everyone desires to change

They are at ease and can easily argue that if something isn't broken, why fix it? Covid-19, on the other hand, changed everything, and events went virtual in a big way. Virtual works, and when combined with an in-person event to create a hybrid experience, big things happen.

Not everyone wants or is ready for change, which can make the successful implementation of hybrid events difficult.

Online issues

The most common issue that can arise when attending a hybrid event virtually is a poor connection. As a result, virtual attendees do not get the full experience, which is one of the main issues to avoid when hosting a hybrid event.

Nothing is more infuriating than trying to attend a hybrid event online and experiencing a lag in your connection.

Inspect all your Equipment to avoid Online Issues

This is why you must thoroughly inspect all of your equipment. You want your message to be as clear as possible as if they were there in person.

Your in-house AV team or a supplier must provide high-end equipment so that the online side of your hybrid event can function with the best picture and sound quality possible, as well as assist you with all aspects of planning and execution.

You must decide whether to prioritize image quality or two-way communication so that your in-house AV Team/supplier can select the best tools for your event. Your in-house AV Team/supplier may recommend one-way streaming for presentations to improve image quality, whereas more interactive events require two-way communication, so they choose mediums that allow you to effectively communicate with your audience.

Extra set-up

If you're organizing a hybrid event on your own, you're bound to run into a few snags. Aside from the planning, time, and energy required to organize an online or live event, coordinating the hybridization adds an entirely new dimension.

You must consider both types of attendee experience and decide whether you want them to have a completely similar experience or whether you want to prioritize one over the other. Also, if it is a paid event, you must decide whether both types of attendees will pay the same fee or not, based on this balance.

Wrapping UP

It is entirely up to you and your organization’s objectives and budgets whether you believe hybrid events are the future and the "new normal." But, before you reach any conclusions, you must let go of any "unconscious bias" you may have.

Hybrid events provide an alternative, a new path forward, but they are not without complexities. They come with both risks and benefits. They can be difficult to navigate, but they also provide limitless opportunities.

There are certainly advantages and disadvantages to consider. However, one thing is certain: they should be included in your discussions right now to determine how and when they should be used. They certainly have a place in the mix of in-person and virtual events that you provide.

Contact me event support on hello@sarahfrosteventmanagement.co.uk